Like in so many other European countries, the large housing estates of the post-World War II generation in the Netherlands did not fulfil the great and often Utopian expectations. Nowadays they are confronted with the effects of a negative image, a stigma. Images differ according to the persons asked for an opinion. Internal images, elicited from insiders, may overlap with external images but may also contradict them. The external image of many large estates accelerates their decay and lowers their reputation. All across Europe stigmatised large housing estates are subject to major renewal processes. The Amsterdam high-rise area of the Bijlmermeer is a good example. Once cheered by planners and politicians, later on criticised by inhabitants, avoided by outsiders and stigmatised by the media, the area is now an example of an impressive renewal programme. The question arises whether urban renewal will change a negative reputation. A stigma tends to stick, even after actual renewal activities are finished. Images of neighbourhoods can actively be promoted, just like a commercial product. Image promotion can be a supplementary strategy, which is seldom used in renewal processes. Which strategy would be the best depends on local circumstances, but strategies should be aimed at improving existing internal and external images. Image promotion may be directed to internal participants, to convince them the situation really is improving, or to outsiders, to promote the area and to counterbalance prejudices. Image promotion should not take the place of real improvements, but it is useful to work on a stigma and to give active image promotion explicit attention in any renewal process.